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A Study on the Successful Case of Brand Renewal through American National Brand 'C' Company's Marketing Strategy (미국(美國) 내셔널브랜드 C사(社)의 마케팅전략(戰略)을 통한 브랜드리뉴얼 성공사례(成功事例) 연구(硏究))

  • Koh, Hee-Sook
    • Journal of Fashion Business
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    • v.6 no.1
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    • pp.137-154
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    • 2002
  • It's not easy to renew old brand of over 50 years history to the tastes of new consumer of our time. Most of national brands that has a history of some 20 years in Korea have strove for continuation and growth of brand to no avails, which can be taken as a good example of current situation. For instance, C company, one of the National brand of US which has a history of 51 years, has made its position secure as a fashion group and based itself on a sound foundation by establishing new marketing strategy and completing successful brand renewal in the process of strategic M&A with Italian company. Those successful marketing strategies are as follows. 1) they regarded both market and consumer oriented marketing activity as company's highest priority strategy and put great emphasis upon concentration on target market and reestablishment of brand image of business casual wear. 2) Setting up and operating planning team composed of merchandizer alone in Milano, they set the direction of plan on the basis of concentrated research on potential item in market according to thorough market research done by buying office in Korea, branch office in Hong Kong and buyer in US prior to blueprint planning for season. 3) Great emphasis was placed on business which focused on intensive presentation of basic key item for apparel career women who are main consumer group in the midium-low prices market in US and on supplementation of size and color. they named this line 'collectibles' and helped their customer develop their own clothes plan without worrying about the change of color and fabric by supporting same fabric and color throughout the year and enabled them to add variation easily by supplementing new trend item. 4) Company set black as a main color that lots of apparel career women find easy to care and to express their own image and presented them with pebble which belongs to navy and beige and added fashion color such as wine and brown etc as season goes by. They constructed basic line in order for their customers to coordinate purchased item with new one or to add them to present collection, and to achieve efficient sale by setting up strategy which allows this cross coordination and changing pattern occasionally. 5) Though basic jacket for 99$, short slim skirt for 49$ are products within midium-low prices range, in the material planning stage aiming at production of item that has both resonable function appealing to consumer and is fashionable, synthetic material had to be used as a main source due to price competitiveness. Despite this situation, considering comfortable sense of fit and refined drape of silhouette that has no sign of cheap material, whole collectible line was divided into two items, which contributed to reduction of cost. In case of material that is composed of triacetate and polyester in 70 to 30 ratio, was used up to 4 million yard, which allowed drastic curtailment of cost accompanied by concentration. In case of 'collectibles' line, using Korean material mainly, C company chose to have their product sewed in Southeast Asian countries where transportation is well developed and both productivity and quality verified by operating global production system which aiming at cutdown of cost through outsourcing production from the country where labor cost is low and getting finished product. Polarization between present consumers telling us that consumers with the mind of middle classes in the past no longer exists between consumers who seek after only fine article of highest quality and wise consumers who are sensible enough to judge bubble on correlation between price and quality. To cope with this change in new consumer mind, apparel makes changing their policy so as to produce item that has reasonable quality and falls within affordable price range anywhere in the world. and they're striving to get out of difficult situation by operating global marketing strategy which stresses separation of planning, production and sale and sensibility of fashion shared worldwide. The marketing strategy of C company can be exemplified as a successful one.

Emergy Evaluation Overview of the Natural Environment and Economy of the Han River basin in Korea (한강유역의 자연환경과 사회경제활동에 대한 에머지 평가 - 한강유역 및 한강하구 관리를 위한 정책제언 -)

  • Kang, Dae-Seok
    • Journal of the Korean Society for Marine Environment & Energy
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    • v.10 no.3
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    • pp.138-147
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    • 2007
  • An emergy concept was used to evaluate the environment and economy of the Han River basin in Korea and to suggest policy perspectives far the sustainable utilization of its environment and associated estuarine ecosystem. The economy of the basin used $5.19{\times}10^{23}\;sej/yr$ of emergy in 2005. The economy of the Han River basin was heavily dependent on outside energy sources from foreign countries and other parts of Korea, with internal sources, renewable and nonrenewable, contributing only 15.6% to the total emergy use. The basin's trade balance in terms of emergy showed trade surplus, whereas there was a deficit in monetary terms. The population of the Han River basin was far greater than the carrying capacity calculated using the emergy flow, with renewable carrying capacity only at 1.8% of the basin's population and developed carrying capacity at 14.3%. The economy of the basin imposed a substantial stress on its environment, with an environmental loading ratio of 54.8. Overall, the economy of the Han River basin was not sustainable with an emergy sustainability of 0.02. These are reflected in lower quality of living expressed in the emergy term than the national average. Deconcentration of population and economic activities is needed to reduce environmental stress on the environment of the basin and its valuable estuarine ecosystem. Policies to restore ecosystem productivity of the basin are also needed to ensure the sustainability of the basin's economic activities and the sustainable utilization of the Han River estuary. In this regard, it is urgently needed for the Korean government to implement sustainable management measures for the Han River estuary, a well-preserved, productive natural estuarine ecosystem in Korea.

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Comparison of Filtering Abilities of Korean Freshwater Bivalves and Their Filtering Effects on Water Quality (국내 담수산 조개의 섭식활동이 호수 수질에 미치는 영향)

  • Kim, Ho-Sub;Choi, Kwang-Hyun;Park, Jung-Hwan;Shin, Jae-Ki;Hwang, Soon-Jin
    • Korean Journal of Ecology and Environment
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    • v.35 no.2 s.98
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    • pp.92-102
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    • 2002
  • This study was conducted to compare filtering abilities of three species of freshwater mussels (Cobicula fluminea, Corbicula leana and Unio douglasiae) and to evaluate their filter feeding effects on water quality change in experimental enclosure systems. Mussel feeding in both laboratory and enclosure resulted in decrease of particulate material, such as chlorophyll, total P, SS. In the treatment with 600 individuals of mussels, chllorophyll concentration and net primary productivity decreased from $87.3{\pm}4.5\;{\mu}g/L$ and $106.3{\pm}8.8\;{\mu}gC\;L^{-1}\;hr^{-1}$ to nearly the same level as the mussel-free enclosure ($25.0{\pm}0.5\;{\mu}g/L$ and $15.6{\pm}13.3\;{\mu}gC\;L^{-1}\;hr^{-1}$, respectively)(P< 0.05, n = 6, ANOVA). In concert with the decrease of chlorophyll concentration, not only was the transparency enhanced from 0.48 m to 1.2m but also the suspended solids and total phosphorus decreased from $22.0{\pm}1.0\;mg/L$ to $7.5{\pm}0.5\;mg/L$ and $133{\pm}0.8\;{\mu}g/L$ to $70{\pm}0.0\;{\mu}g/L$, respectively (P<0.001, $r^2$>0.71, n = 11). Although slight decrease of SRP concentration and the increase of inorganic nitrogen ($NH_3-N$ and $NO_2-N$) were observed in the mussel addition enclosure, there was no statistical difference between two enclosures. Based on the filtering rate on phytoplankton and nutrient release rate in forms of feces and pseudofeces, Corbicula leana appeared to be the most efficient filter-feeder among three mussel species. These results inidicate that Cobicula play an important role in controlling particulate sestons and thus it could be applied as a biocontroler for the water quality management in lakes and reservoirs with algal blooms.

Study on the Genetic Characteristics of Waterlogging Tolerant Pepper (Capsicum annuum L.) for Breeding Tolerant Varieties against Flooding Stress (내습성 고추 품종 육성을 위한 선발계통의 유전적 특성 구명)

  • Yang, Eun Young;Chae, Soo-Young;Hong, Jong-Pil;Lee, Hye-Eun;Park, Eun Joon;Moon, Ji-hye;Park, Tae-Sung;Roh, Mi-Young;Kim, Ok Rye;Kim, Sang Gyu;Kim, Dae Young;Lee, Sun Yi;Cho, Myeong Cheoul
    • Journal of Life Science
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    • v.27 no.10
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    • pp.1111-1120
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    • 2017
  • This study was conducted to select pepper lines that were tolerant to excessive water injury among the pepper germplasm and investigate the genetic characteristics of those lines to contribute to the breeding of pepper cultivars with stable productivity in abnormal weather. Each of the tolerant and susceptible lines went through immersion treatment, and differentially expressed genes between them were analyzed. The tolerant line showed increased expression of the CA02g26670 gene, which is involved in the CONSTANS protein pathway and regulation of flowering by day length, but it exhibited decreased expressions of CA01g21450, CA01g22480, CA01g34470, CA02g00370 and CA02g00380. The susceptible line showed increased gene expressions of CA02g09720, CA02g21290, CA03g16520, CA07g 02110, and CA12g17910, which are involved in the inhibition of proteolytic enzyme activity, DNA binding, inhibition of cell wall-degrading enzyme, and inhibition of nodulin, respectively. Meanwhile the expressions of CA02g02820, CA03g21390, CA06g17700 and CA07g18230 decreased in the susceptible line, in relation to calcium-ion binding, high temperature, synthesis of phosphocholine and cold stress, respectively. The expressions of genes related to apoptosis and peroxidase increased, while that of CA02g16990, which functions as a nucleoside transporter, decreased in both the tolerant and susceptible lines. Based on the different gene expressions between the tolerant and susceptible lines, further studies are needed on breeding abiotic stress-tolerant lines.

The Study of Environmental Risk Assessment for Fluorescent Genetically Modified Silkworms (형광단백질 발현 유전자변형 누에(Bombyx mori )의 환경위해성 평가연구)

  • Kim, Hyunjung;Jung, Chuleui;Goo, Taewon;Yi, Hoonbok
    • Korean journal of applied entomology
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    • v.53 no.3
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    • pp.199-207
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    • 2014
  • It is true that the proper environmental risk assessments for many GM (Genetically Modified) insects almost have not been executed in Korea. Therefore, we tested the environmental risk assessment about GM silkworms if there is any difference between GM silkworms and non-GM silkworms by the following three measurements. First, we measured their mobility in the breeding environment conditions with food and without food. Secondly, we measured their viability at the artificial extreme environmental conditions (low and high temperature and humidity, absent/present of foods,) after escaping from their breeding environments. Thirdly, we observed the number of laying eggs and their hatchability between GM silkworms and non-GM silkworms with four different pair experiments. The mobility of GM silkworms and non-GM silkworms statistically did not differ, and the egg productivity and hatchability were not also different. The hatchability by couple of GM female silkworms and non-GM male silkworms was lower than by non-GM male and female couple between the GM silkworms and non-GM silkworms, and there was statistically different. Relatively, the viability of GM silkworms was lower than non-GM silkworms. We could not exactly test for viability of silkworms in low temperature conditions because of their hibernating. Although there was any difference in viability and hatchability between GM silkworms and non-GM silkworms, all ability of GM silkworms was lower than non-GM silkworms. Conclusively, the environmental risk of GM silkworm was relatively lower than non-GM silkworm in this study.

Intensive Culture of the Pacific White Shrimp Litopenaeus vannamei, under Limited Water Exchange - II. Indoor Post-Nursery Culture of Juvenile Shrimp - (사육수 비교환 방식에 의한 흰다리새우의 고밀도 사육 - II. 흰다리새우의 실내 중간양성 -)

  • Jang, In-Kwon;Kim, Jong-Sheek;Seo, Hyung-Chul;Cho, Kook-Jin
    • Journal of Aquaculture
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    • v.22 no.1
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    • pp.42-50
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    • 2009
  • Shrimp farming which is entirely conducted in outdoor ponds in the west coast of Korea has been suffered from mass mortality due to viral epizootics. Intensive indoor shrimp culture under limited water exchange can solve these problems of outdoor ponds including viral transmission from environment, pollution due to discharge of rearing water, low productivity and limited culture period. In this study, juvenile L. vannamei (B.W. 0.08-0.09 g) was stocked with $3,000-5,455/m^3$ in density in four raceway tanks (two $12.9\;m^2$, two $18\;m^2$ tanks) and cultured for 42 days with 2.7-3.4% of daily water exchange. Results from four tanks showed FCR of 0.79-1.29, survival of 38.2-48.0%, and yields of $2.49-4.22\;kg/m^3$ which is consistent with 12-20 and 8-14 times higher than those of commercial shrimp hatchery and outdoor pond in Korea, respectively. Concentrations of total ammonia nitrogen in all four tanks were 1.11-1.42 ppm in mean level and did not exceed 6.0 ppm (0.096 ppm of $NH_3$) which is still acceptable levels for shrimp growth. During the culture trial, concentration of $NO_2$-N rapidly increased from stocking, resulting in mean concentration of 18.45-22.07 ppm. It also exceeded 10 ppm over four weeks and maintained at 35-45 ppm for four days in all tanks, accounting for low survival of shrimp due to long-term exposure to high concentration of $NO_2$-N. Nevertheless, the results with survival rate over 38% from raceways which experienced the extreme $NO_2$-N levels suggests that under "biofloc system" white shrimp can acclimate to high $NO_2$-N concentration to some degree.

Optimization of Microbial Production of Ethanol form Carbon Monoxide (미생물을 이용한 일산화탄소로부터 에탄올 생산공정 최적화)

  • 강환구;이충렬
    • KSBB Journal
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    • v.17 no.1
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    • pp.73-79
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    • 2002
  • The method to optimize the microbial production of ethanol from CO using Clostridium ljungdahlii was developed. The kinetic parameter study on CO conversion with Clostridium ljungdahlii was carried out and maximum CO conversion rate of 37.14 mmol/L-hr-O.D. and $K_{m}$ / of 0.9516 atm were obtained. It was observed that method of two stage fermentation, which consists of cell growth stage and ethanol production stage, was effective to produce ethanol. When pH was shifted from 5.5 to 4.5 and ammonium solution was supplied to culture media as nitrogen source at ethanol production stage, the concentration of ethanol produced was increased 20 times higher than that without shift. Ethanol production from CO in a fermenter with Clostridium ljungdahlii was optimized and the concentration of ethanol produced was 45 g/L and maximun ethanol productivity was 0.75 g ethanol/L-hr.

Policy Change and Innovation of Textile Industry in Daegu·Kyungbuk Region (대구·경북지역 섬유산업의 정책변화와 혁신과제)

  • Shin, Jin-Kyo;Kim, Yo-Han
    • Management & Information Systems Review
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    • v.31 no.3
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    • pp.223-248
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    • 2012
  • This study analyses support policy and structural change of textile industry in Daegu Kyungbuk region, and suggests major issues for textile industry's innovation. In Daegu Kyungbuk, it was 1999 that a policy, so called Milano Project, in order to promote a textile industry was devised. In 2004, the Regional Industrial Promotion Plan was devised. The plan was born from a view point of establishing a regional innovation system and of promoting the innovative clusters under a knowledge based economy. After then, the Regional Industry Promotion Project or Regional Strategic Industry Promotion Project became a core of regional textile industrial policy. Research results indicated that the first stage Milano project (1999-2003) showed both positive and negative effects. There were no long-term development plan, clear vision and strategy. But, core industrial infrastructure for differentiated product development, such as New product Development Support Center and Dyeing Design Practical Application Center, was constructed. The second stage Daegu Textile Industry Promotion Plan (2004-2008) displayed a significant technological performance and new product sales with the assistance of Kyungbuk province. Also, textile industry revealed positive fruits such as financial structure, productivity, and profitability as a result of strong restructuring. In industrial structure, there was a important change from clothe textile material to industry textile material. Most of textile companies did not showed high capability in CEO's technology innovation intention, entrepreneurship, R&D and human resource competency in compare with other industry. We suggested that Daegu Kyungbuk has to select and concentrate on the high-tech textile material and living textile for sustainable development and competitiveness. We also proposed a confidence and cooperation based innovation network and company oriented innovation cluster.

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Empirical Research on the R&D Investment and Performance of Venture Businesses (벤처기업의 R&D 투자와 성과에 관한 실증연구)

  • Lee, Dong-Ki;Lee, Cheol-Kyu;Kim, Jung-Hwan
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.3 no.1
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    • pp.1-28
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    • 2008
  • In this research, an empirical analysis was performed to determine the correlation between management performance and Empirical Research on the R&D investment for domestic venture businesses in each industry. Specifically, an empirical analysis for each industry was attempted not only to clarify the general hypothesis on the relationship between management performance and R&D investment for venture businesses but also to demonstrate that differences exist for each industry. Empirical analysis was conducted for eight industries with respect to the $2002{\sim}2006$ panel data extracted as investigative results from the "Investigation Report on Science and Technology R&D Activities" published by the Ministry of Science and Technology. Industrial classification was limited to the middle-level classification (2-digit) in the Korea Standard Industry Code (KSIC) owing to the limited number of panels. Although this research only verified the overall positive effect of R&D activities and funds for existing research on corporate value or productivity and management performance, it was able to document the difference for each individual industry and each business size unlike existing research. Furthermore, the reliability of the research results was enhanced by targeting companies that have been continuously conducting R&D and management activities using consistent 5-year panel data in the analysis. Again, this was something that existing research did not have. Finally, through the use of recent data from 2002 after the IMF economic crisis up to 2006 in the empirical analysis, this research proposed the problems due to the prevailing circumstances at the time of entering the advanced nation stage based on an empirical analysis; the prevailing problems during the pursuit of advanced nation status before the IMF crisis broke out were not tackled. The key empirical analysis yielded several results. First, capital and size of the labor force have a positive correlation with the management performance for the entire company or the venture business. This applies to all eight industries as the subjects of the analysis. Second, although the number of years since a company has been established can have positive or negative correlation with management performance for the entire company or venture business in specific industries, a definite overall trend cannot be identified. Third, R&D investment can be said to have an overall positive effect on corporate management performance. Fourth, the size of the research staff cannot be said to be a factor unilaterally affecting the management performance of the entire company or the venture business. Fifth, the number of years a research institute has been in operation, which was assumed to have a positive effect on the management performance of a company because of the accumulated R&D know-how -- definitely acts as a positive factor contributing to the management performance of a company.

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The Effects of Fed Artificial Diet and Seaweed Diet on Growth and Body Composition of Juvenile Abalone, Haliotis discus hannai by Land-based Tank Immediate Culture Types (육상수조 중간양성 방식별 생사료 및 배합사료 공급이 북방전복, Haliotis discus hannai 치패의 성장과 체성분에 미치는 영향)

  • Kim, Byeong-Hak;Park, Min-Woo;Kim, Tae-Ik;Son, Maeng-Hyun;Lee, Si-Woo
    • The Korean Journal of Malacology
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    • v.31 no.2
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    • pp.73-81
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    • 2015
  • This study was conduct to investigate the effect of intermediate culture types on the growth and survival rate of the juvenile abalone, Haliotis discus hannai fed seaweed and artificial diet. Intermediate cultures were to determine there that was to fed seaweed (SW) of artificial diet (A) of floor culture (FC), net floor culture (NFC), double shelter culture (DSC) and indoor net cage culture (INCC) in land-based tank, in two replicate. In the growth performance of juvenile abalone reared through intermediate culture to fed SW of A, that the absolute growth rate ($AGR_{SL}$, $AGR_{SB}$), daily growth rate ($DGR_{SL}$, $DGR_{SB}$), and specific growth rate ($SGR_{SL}$, $SGR_{SB}$) to the shell length (SL) and shell breadth (SB) of experimental groups were not significant. As weight gain (WG), daily weight gain (DWG) and specific weight gain (SWG) to body weight through intermediate culture types in land-based tank was not significant. However, as to survival rate to experimental groups, A-FC was higher than those of different groups (P < 0.05). Therefore, these results is showed that was not difference to growth of juvenile abalone over 2 cm fed seaweed diet and artificial diet according to intermediate culture types. But floor culture with artificial diet indicate that was highest to survival rate, therefore, it is beneficial for higher productivity in floor culture with artificial diet among intermediate culture types.